MATTA LAUNCHES 'TRUST' TO TACKLE FRAUD AND BOOST TOURISM CONFIDENCE

KUALA LUMPUR, Jan 22 (Bernama) --The Malaysian Association of Tour and Travel Agents (MATTA) has launched TRUST, a new initiative to tackle illegal operators and enhance public confidence in the tourism industry.

Speaking at a press conference following the MATTA Membership Summit 2026, President Nigel Wong said the initiative reflects the association’s commitment to fostering trust and professionalism within the sector.

He acknowledged the high professionalism within Malaysia's tourism sector but stressed that current threats, such as illegal operators, online scams and fraud, make it almost impossible for one body alone, namely the government, to regulate and enforce the laws. 

The event was officiated by Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.

Wong said under TRUST, MATTA has also developed TravelWatch.ai, which is an AI-powered reporting platform designed to handle complaints and collect evidence involving illegitimate operators.

He said the system, which is currently in a proof-of-concept phase, is capable of analysing large volumes of data, including videos, audio files, receipts and documents much faster than traditional manual processes.

In addition, TRUST seeks to educate the public on how to identify non-legitimate operators and recognise warning signs of scams and fraud within the industry.

Wong said the initiative represents MATTA’s commitment to fostering a safe, professional, and sustainable tourism industry in collaboration with government and industry stakeholders.

The initiative also supports responsible reporting, informed information-sharing and greater transparency while complementing existing enforcement efforts.

-- BERNAMA